Ace & Tate completes PJ.Lobster’s transition with a new flagship store in Barcelona

The Dutch eyewear specialist has unveiled a new flagship store in Barcelona. Ace&Tate has opened a new shop at 56 Consell de Cent, bringing to a close the integration of the Spanish optical chain PJ.Lobster, which the company acquired in February to prevent its liquidation. 

With this opening, the transition of the five shops that previously operated under the PJ.Lobster brand into Ace&Tate shops is complete. The process began in June with the reopening of the first shops under the Dutch company’s banner in Madrid. As part of its initial plan for the Spanish market, Ace&Tate set out to operate five shops this year: two in Madrid, two in Barcelona, and one in Valencia. In addition, with the aim of accelerating its growth in the country, the company is planning five further openings over the coming year, as previously disclosed to FashionNetwork.com by its CEO, Lex van de Vliet.

The new Consell de Cent shop is now Ace&Tate’s largest in Barcelona and debuts a new design concept for the company. The space features a colour palette dominated by burgundy and soft pinks, with blood-red accents, and showcases the frame collection alongside areas dedicated to personalised eye care. The shop also includes a coffee area designed to extend the in-store experience.

Founded in Amsterdam in 2013, Ace&Tate currently operates more than 80 shops in nine countries and employs over 700 professionals. The company, a certified B Corp, runs an omni-channel model that combines design, quality and eye care services. In 2025 it recorded revenue of €65 million and closed the year with an operating profit for the first time in its history.